Posted by Tanesha White
Have you ever walked into a store to inquire about a deal that you came across in a magazine, or heard on TV only to come across eager salespeople that have no idea what deal you’re talking about? This unfortunately happens a lot not only in big franchises but I would guess the majority of small businesses and franchisees. Now with social media and digital marketing as a whole growing to be a dominate portion of ad dollars a lot of businesses are turning to outside agencies to spread their brand in all online channels. Which is not a bad thing especially if you do have an in house “digital quarterback,” they can’t possible do all of it on their own. Now that isn’t the issue, it’s really just the lack of communication internally which is the biggest fail of why sales teams aren’t informed of marketing deals in traditional and digital ads. But, that’s an entirely different topic all together.
The biggest mistake I see businesses make is getting gungho that they finally have a solid digital marketing strategy and have incorporated social media into the mix successfully, but treat it as though it’s on pilot drive and fail to revisit their digital storefront exposure. This is how companies can really appear to be, well…. dumb. For example if your agency is managing your social community, and they’re posting and advertising contests to get fans engaged, but internally no one in your company knows what’s going on. How does that make the business look?
Social Media has allowed us to get information out to the masses in seconds. This makes it even more important for companies to have that internal communication. So many businesses treat digital as a separate thing that’s just kind of out there, (especially the car business). Really if you follow this rule of the thumb: If it’s on the internet chances are someone saw it! So if you do have that “digital quarterback” in house or at least an internal liaison for your outside relationships be sure the strategy is thought out first and all communication has been spread through out the company before posting it first!
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Your Diva @taneshawhite
Posted by Tanesha White
We’ve all seen the little link bars under blog posts and in forums asking people to Digg or Reddit, Facebook, Twitter, or StumbleUpon. Do you need to try to get links in places where social networking can happen? Yes. Alone those links may not have a lot of value, but Google is increasingly looking at the “active Web” in determining site authority. Now why is this important? If your dealership website is constantly participating and being active in online communities wouldn’t you agree that your virtual dealership will have a higher site authority than your competitor who may not be as active?
Another fun fact, the average number of links a single person can have attached to them is 231. But think of how virally devastating it can be for your dealership if some mentions a bad experience in your store think of those links for that person, but then what about the 200 plus friends they have and the links attached to them?
Getting active in social media is time consuming, but participating in forums and social sites and getting blog owners to run your articles with your linked anchor text included can be worth your time. But remember, relevance is a basic rule in online marketing consulting. Also don’t coin yourself into just the top well known social sites, because keep in mind there over 100 social sites with over 1 million members. If that’s too overwhelming for you then you may need to do some social outsourcing.